MS Dhoni has invested in Kuku and joined its microdrama app Kuku TV as brand ambassador, marking a combined strategic and marketing move to accelerate the platform’s growth and consumer reach.
The partnership integrates brand endorsement with business alignment, positioning Dhoni not only as the face of the platform but also as a stakeholder. This dual role strengthens authenticity in communication while reinforcing Kuku’s ambition to scale its AI-driven storytelling ecosystem across India and global markets.
Kuku operates a portfolio of apps including Kuku FM for audio content and Guru, alongside its expansion into theatrical releases. Founded in 2018 by Lal Chand Bisu, Vinod Kumar Meena and Vikas Goyal, the platform has scaled to over 350 million installs, with a library exceeding 20,000 titles across more than seven languages. Several shows on the platform have crossed 100 million views, indicating strong engagement across formats.
As part of the announcement, Kuku TV launched the campaign ‘#DhoniWatchesKukuTV’, anchored by a brand film built around the line “aap Mahi ko dekhte ho, aur Mahi Kuku TV ko.” The campaign leverages Dhoni’s persona and decision-making instinct to highlight the platform’s proposition of delivering compelling, high-quality stories in short formats, often within two minutes. The creative approach blends relatability with humour, using a familiar cultural figure to drive recall and engagement.
The campaign taps into Dhoni’s mass appeal and credibility, positioning him as both a consumer and advocate of the platform. This narrative device helps bridge the gap between celebrity endorsement and product usage, making the messaging more immersive and believable. The use of a concise, insight-driven line also supports memorability and shareability across digital platforms.
Dhoni said, “I chose to invest in Kuku, and also come on board as the ambassador for Kuku TV, because the platform really stood out to me. It has built a differentiated entertainment experience for audiences across India, spanning multiple languages and formats. The growth has been impressive, and I connect strongly with the founders, who come from small towns like mine and have built something of this scale. I believe in their vision of building an AI-driven storytelling platform from Bharat, for Bharat, and for the world.”
Bisu, co-founder and ceo, Kuku, said, “MS Dhoni is known for backing bold decisions that others might hesitate to take. At Kuku, we are also taking bold bets. That spirit of unconventional thinking resonates deeply with us.” Meena, co-founder and coo, added, “Our beloved Thala is one of the rare personalities with truly nationwide appeal. As we build Kuku for all of India, that connection makes him a natural fit for us.” Goyal, co-founder and cto, said, “MSD has a unique understanding of people. As we build for both creators and consumers, that perspective will be incredibly valuable, especially as we continue strengthening our AI-driven storytelling stack.”
Nikhil Bhandarkar, managing director at Panthera Peak Capital, added, “Kuku’s vision, execution, and clarity of thought are exceptional - qualities that closely mirror MS Dhoni’s approach. We are excited to partner with the team as they build Kuku into a global entertainment platform.”
Kuku TV has scaled to over 180 million downloads, offering more than 150,000 episodes and releasing hundreds of microdramas each month. The platform has also introduced AI-powered microdrama formats spanning mytho-fantasy, futuristic fiction and superhero narratives, further strengthening its positioning as an AI-native content platform.
Backed by investors including Fundamentum, Krafton, Vertex Ventures, Granite Asia and IFC, Kuku continues to build its presence as a storytelling platform designed for diverse, multilingual audiences.
By combining investment, endorsement and a campaign-led rollout, Kuku strengthens its positioning as a culturally relevant and technology-driven entertainment brand, with a focus on short-form, high-frequency content consumption.
